擴增實境於網站互動廣告之應用與探討

科技的日新月異與網路媒體成熟發展，促使廣告呈現多元的創意與形式，並透過適切的互動設計，完整地傳達與溝通訊息內容。然而，互動設計的應用與數位科技的結合，如何透過擴增實境技術和廣告創意的表現，於廣告建構過程中，精準的為消費者量身打造，將產品與消費者建立深度的互動，經由廣告訊息的傳遞，讓消費者產生共鳴，同時將廣告效果發揮至最大。本研究以質性研究法，進行廣告案例分析與專家訪談，並透過量化問卷調查法，探討不同年齡層消費者對於網站廣告互動程度的認知調查，最後進行廣告創作驗證研究成果，並將研究結果統整出網站互動廣告之製作流程與設計要點，從各面向綜合顯示：(一)企劃人員與設計師需具有擴增實境相關技術的前備知識。(二)廣告建構的過程中，需反覆檢視廣告策略與目標。(三)透過情境劇本，規劃互動訊息與流程。(四)將消費者相關經驗、資訊接收的認知與操作互動廣告時的情境，加入設計時的考量。(五)互動內容，結合多元媒材效果，突顯產品的特色。(六)依據廣告策略，規劃識別圖卡的運用。

關鍵字

網站廣告；互動廣告；互動設計；擴增實境

並列摘要

Advanced technology and network media have been developed maturely. In order to promote creativity and advertising, the enterprises have presented diverse forms nowadays. Through appropriate interactive design, advertisings fully convey the message content and communication. However, the application of interactive design and digital technology combine through augmented reality technology and creative performance in advertising construction process. It is tailored precisly for consumers. The product and consumers establish a great deal of interaction altogether. By passing through advertising messages, consumers resonate the advertising effect simultaneously. In this study, a qualitative research method for advertising case analysis and interviews are included. Through quantitative questionnaire survey, it explores that consumers with different ages interact in different degrees of cognitive investigation in advertising sites. From different display-oriented ways, the results integrate the website production process and interactive advertising design elements.